Kansei Engineering & Lifestyle QFD Workshop

Product Development Focused on

Unspoken Customer Needs & Emotional Branding

October 25, 2008 (Saturday)

8:30 am - 4:30 pm

Santa Fe, New Mexico USA

  Registration |  Venue & Hotel  |  Symposium

For in-company workshop and project, please contact QFDI .

What is Kansei Engineering?                            (Courtesy of Glenn Mazur, www.mazur.net )

It used to be that companies could sell goods as fast as they could make them. New market entries had to rely on new technology to produce better goods so that they could compete with the dominant players in the market. Then came shift from a 'product-out' to a 'market-in' approach. Consumers' demands for high quality goods and service forced producers to apply quality management practice throughout industry.

Today, goods made in countries like Japan and the U.S. usually satisfy basic functionality, usability and quality. This, however, brings these new challenges to business:

• How can a company maintain a competitive edge in a market filled with products of equal quality and functionality?

• How can your new products be differentiated when they are quickly followed by low-priced clones?

• In some product segments, consumers are making the purchasing decision more and more on psychological and emotional appeal.

Increasingly, companies are becoming more aware of consumers' psychological needs toward a product and corporate brand. This trend opens a new opportunity for generating greater sales ad market share if you can successfully harness the unspoken emotional quality characteristics consumers seek in your product and service.

Kansei Engineering was created to address this emotional side of product development. It is a consumer-oriented emotional design and branding technology that attaches importance to customers' wants for emotional, sensory, and lifestyle-enhancing solutions with your product development, creating synergy for emotional branding. 

QFD and Kansei Engineering

QFD provides a disciplined framework for effectively merging this specialized method in your product and business process development process. Lifestyle QFD uses easily available Kansei Engineering tools and software to apply QFD, a proven, customer-oriented development method for product, business process, and quality, to an emerging area of lifestyle, image, attitude, and psychological needs — the fuzzy emotional sides of product development which are the next "edge" for producing highly profitable, differentiated products and services.

This Workshop will:

• Introduce participants to the Kansei Engineering concepts, approaches, and market segment-oriented development of Kansei needs;

• Show various case studies where Kansei Engineering was successfully used;

• Explain the rarely revealed inner workings of the Kansei Engineering arithmetic;

• Explain the relationship between QFD and Kansei Engineering;

• Show Kansei software options that are available today and how to begin applying Kansei methods on your next project.

Participants will take part in a Kansei experiment in class.

Who should attend?

• Anyone who is interested in design and development of a new product or service;

• Decision makers involved in product strategy.

Prerequisites
None.

Instructor

The Kansei Engineering Workshop will be taught by Glenn Mazur.

Mr. Mazur is an international authority on QFD and leading Kansei practitioner/trainer in the U.S. who recently presented his work at the 1st International Kansei Engineering Conference in Japan. He is the executive director of the QFD Institute and International Council for QFD, and president of Japan Business Consultants. A Japanese quality specialist since 1980, he has studied and worked with Japanese quality masters, including Dr. Mitsuo Nagamachi, founder of Kansei Engineering, and Dr. Yoji Akao, founder of QFD. Fluent in Japanese, Mr. Mazur is one of a few Westerners who can articulate often too foreign and inexplicable oriental concepts with intelligibility appreciated by English-speaking audience.

Mr. Mazur is a recipient of the 1998 Akao Prize^® for Excellence and one of the only two non-Japanese to be certified as QFD Red Belt^® by Dr. Yoji Akao. He has taught Total Quality Management at the University of Michigan School of Engineering for 10 years, delivered many keynotes at international conferences, written over a hundred articles and papers on QFD and quality methodologies, and trained numerous QFD Green Belts^® and QFD Black Belts^®  worldwide since 2000.

Registration

The fee for this 1-day workshop is:

• US$995 per person when registration is received by August 31, 2008; or

• US$1,045 per person when registration is received after August 31, 2008.

Registration Forms:   Online Registration  |    MS Word Form    |    PDF Data Form

The above fees include your training manual, lunch and coffee breaks on Oct. 25. Registration is confirmed upon receipt of full payment and subject to seat availability.

NOTE: Discounts are offered for combined registrations with the 2008 Symposium on QFD and QFD Belt Courses in Santa Fe, for early registrations, registrations of three (3) or more employees from the same company submitted at the same time, and US federal government employees with a valid ID. For details, please see Registration Form and Terms & Conditions.

Venue

This workshop will be held at the following hotel, from 8:30 AM – 4:30 PM on Oct. 25.

Hotel reservations should be made directly with the hotel.

Inquiry

Please contact the QFD Institute or TEL: +1 734-995-0847 (Monday - Friday 8:30 am - 5:00 pm U.S. Eastern Time).

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